It’s Valentine's month - the month of connection and collaboration. So, we want to talk about the role and importance of relationship building in multiplayer indie games.

Unlike AAA titles, we know that indie game developers don’t have massive budgets. They rely a lot on organic growth and community engagement. With this in mind, indie developers can design multiplayer experiences and co-operative gaming to foster relationships by encouraging players to team up.

And this is what sets indie game developers apart.

‍How can you do it?

When crafting your game, there are a number of things that you can do in order to encourage players to bond.

‍Co-op over competition

We all know that competition can be fun, but cooperative mechanics encourage deeper connections. If a game requires trust and problem-solving, it makes players work as a team rather than against each other.

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A perfect example of this is A Way Out which has been described as ‘the best story ever experienced in a game’ on Reddit. Developed by Hazelight Studios, the game can not be played without two people, and relies on co-operative play for the characters to escape prison and quest for revenge.

The game was a huge success and as of June 2024 has sold over 9 million copies [source: Game World Observer]

‍Emotional investment

Whether it's in a game, or marketing or just day to day, evoking an emotional response from someone, makes their experience more memorable. By encouraging storytelling and emotional investment, players create stronger bonds between themselves, and in turn, the game itself.

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Hazelight Studios wins again with their game It Takes Two. The platformer game sees a married couple who plan on getting a divorce become trapped in a pair of dolls by their daughter's tears - now if that doesn’t provoke an emotional response, we don’t know what will.

It Takes Two uses puzzle-solving and a compelling narrative which mimics the dynamics of relationships, making players work together in creative ways. Players become completely emotionally invested in the storyline of the characters they are playing. 

According to Levvel, It Takes Two has sold over 20 million copies and has generated a gross revenue of $98.8 million 

‍Communication

By making communication essential and demanding quick-decision making, will naturally bring players closer together. 

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Keep Talking and Nobody Explodes, developed by Canadian studio Steel Crate Games, really leans into this. One player is the bomb diffuser whilst the other is the expert, meaning one has to describe the bomb whilst the other disarms it (without being able to see it). The most successful teams are the ones that are able to communicate effectively and understand one another.

The game is well received on Steam the game was super well received,  with 98% of the 4,592 reviews being positive.

‍What can it achieve?

Below, you can see a graph which highlights data on multiplayer games and the percentage increase of how player collaboration (romantic or platonic) boosts engagement and retention.

There is a 30% increase in player retention when a game focuses on co-op play, as well as 35% higher player return on the basis of emotional connection.

It’s also key to highlight that in-game purchases also increase by 25%!

Going to market

When it comes to launching your game, it's important to remember that relationship building isn’t just a feature of multiplayer indie games—it’s a strategy.

Working with creators

Gaming content creators are key when it comes to building relationships as they have built their own, passionate and loyal community. When working with a gaming content creator, it's crucial to find the right match. The creators' community values are key whether this be on teamwork, competition or social gameplay. Choosing the right gaming content creator ensures authentic engagement and in turn, trust.

Prioritize story-telling

Multiplayer indie games grow through stories, experiences, and word-of-mouth marketing. Gaming content creators provide organic testimonials and memorable gameplay moments that showcase what makes a game special.

‍Leverage Discord 

Discord is more than a chat platform, it’s an ecosystem where players form deep relationships with games, and each other. Use it.

‍Relationship building is the secret sauce for the success of multiplayer indie games, whether this be in the game itself, in its overall community or its launch strategy. Real connections are what will set them apart from AAA titles and allow the indie game developers to thrive.

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